There are so many things you need to take care of, so it is easy to neglect the visual identity of your company.

Still, visual identity bears a significant amount of importance for the success of your company, especially in the beginning when you are trying to get noticed.

Why is visual identity so important?

Let’s be clear about the benefits of a carefully developed visual identity:

1 – Recognition

A proper visual identity helps you strengthen your position and become recognisable and different from the rest of similar businesses.

2 – Relationship

A high-quality brand identity creates a healthy relationship with your clients, as they start to feel you are reliable and trustworthy.

3 – Longevity

taking care of your visual identity enables you to react quickly and appropriately to any changes, which ensures your company a long and stable existence.

4 – Savings

If you create a distinctive visual identity, you will not waste any money in the long run because there won’t be a need for updating the logo or reinvent the graphics – your visual identity will be recognisable and reliable until then.

What is the visual identity of a company?

You may be wondering what the elements of the visual identity of a company are.

You should be able to make changes along the way if the circumstances demand it without making it unrecognisable to your old clients and losing the main idea from sight.

4 – Cohesive

each of the elements tells the same story about your business.

5 – Simple application

Designers should be able to transfer it from idea to an actual product quickly, and it should be apparent to the target audience.

So, a well-designed visual identity is a great help for the business, and this is why it is better to work on it correctly from the very beginning.

Be sure to go through all of the following steps:

1 – The right brand name

Even though the company name itself is not what you would typically call a part of the visual identity, it still falls under the same umbrella.

It is not just about the name sounding strong and memorable and the way it is pronounced – it is also how it looks like on paper, on the webpage or in an advert.

The poor visual impression of the name may ruin the credibility.

2 – Work on your credibility

Established companies do not have the same problems as the ones that are just starting up.

New companies need to find a way of establishing their credibility and make the potential clients believe they are the right choice for the job.

Quite often, new companies create a cheap logo design and a message that doesn’t explicitly state what the company stands for.

So, your logo should be unique, but also clear and straightforward, and your message should convey what your company is.

3 – Bear in mind the audience

Of course, the primary purpose of the visual identity is to represent what you do and what you are like as a company.

However, it should also include the customers you are trying to sell the product or offer your services to.

You need to discover what kind of company your potential clients would be interested in engaging with.

Audience personas could be incredibly helpful here, showing you what your customers’ needs and values are.

Audience personas are not difficult to create if you decide to use them.

Your primary audience, namely the customers, is not the only audience that matter.

Secondary or tertiary audiences include potential employees or other brands that you could cooperate with in the future, so take their needs and interest into consideration while creating the visual identity.

That is why you should consider carrying out serious research before you decide on the colour.

8 – Pay attention to typography

Every lettering or font being used on your website or the business card affects the style of the overall identity.

Their role is to emphasise the brand message you are trying to send to your target audience – it is not only about what is being said, but it is also about how it has been visually represented to the reader.

Of course, the choice of the right font should be influenced by the overall style you want to go with.

You could not use the playful font if you were trying to represent yourself as a serious company with firm rules, for example.

You will soon notice some patterns and differences, and you will be able to make an informed decision on where you want to blend in and where you want to go in a different and unexpected direction.

All in all

It is essential to give your best while creating your visual identity and to be thorough in each of the steps.

Visual identity is a representation of your company, so make sure you are satisfied with the outcome.

It is the only way your business will stand a chance of surviving and thriving among numerous similar companies out there.

Author Bio: Lena Hemsworth spent a better part of her life working as a business consultant in Sydney. Now she is a freelance blogger and copywriter. When she is not working she enjoys kite surfing and spending time with her dogs.

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